Theories of Public

Relations
Theories are nets cast to catch what we call “the World”... Sir Karl Popper
Systems Theory
 Systems Theory

Organizations & their Environments are Interdependent

Depend on Each Other
Open systems vs. Closed systems
Stakeholders
“Boundary Spanners”
U of O
 Media
Faculty
Neighbors
& Staff

U of O

Students
 Media
Faculty
Neighbors
& Staff

Parents U of O Gov’t

Students Donors
Alumni
 Media
Vets/Vet
Techs Vendors

Retailers
 Media
Vets/Vet
Techs Vendors

Customers Gov’t

Retailers Employees

Suppliers
Situational Theory
Situational Theory
Active vs. Passive
Situational Theory
Active vs. Passive
 Situational Theory
Active vs. Passive

Three Variables: Problem

recognition, constraint recognition,
level of involvement.
 Situational Theory
Active vs. Passive

Three Variables: Problem

recognition, constraint recognition,
level of involvement.
 Situational Theory
Active vs. Passive

Three Variables: Problem

recognition, constraint recognition,
level of involvement.

Those publics who have high problem

recognition, low constraint recognition,
and high involvement in an issue are
much more likely to actively engage in
communication about it.
Don’t mess with Texas
Social Exchange Theory
Social Exchange Theory

Costs and benefits: Individuals

and groups choose strategies
based on perceived rewards
and costs.
Social Exchange Theory

Costs and benefits: Individuals

and groups choose strategies
based on perceived rewards
and costs.

In general, people want to keep

their costs low and their rewards
high.
Uses & Gratifications
People actively choose and use
particular media to satisfy specific
needs.

Media has a limited effect because

users are able to exercise control
and choice

People are self-aware and able to

understand and articulate the
reasons they use media.

What do people do with media?

Maslow
Needs Gratified by Media
Escapism

Personal Relationships

Personal Identity

Surveillance
Diffusion of Innovation
• Explaining and predicting
how people will adopt a
behavior, idea or product.

• Five stages: awareness,

interest, evaluation, trial
and adoption

• Categories of Adopters
Popular Diets
Other Examples..
Social Learning Theory
We learn though observation

** Role Modeling
Mass Media
Personal Observation

Positive
Negative
Transitional
Entertainment-Education
★ Rachel’s unplanned
pregnancy
★ Among 12 – 17 year olds
who were regular Friends
viewers:
★ 65% remembered specific storyline
about an unplanned pregnancy
caused by condom failure
★ 40% watched episode with an adult;
10% discussed with an adult the
effectiveness of condoms
★ 47% who discussed with an adult
recalled the characters describing
condoms as 95% effective
★ Teens who watched with a parent
were more likely to say they learned
something new.
★ Six months later – teens who watched
the episode were more likely to rate
condoms as 95-100% effective.
Stop AIDS, Love Life
 Agenda Setting
The news media provide “not what
to think... but what to think about.”

What’s on the agenda?

Public opinion is shaped by media

coverage.

The public reflects the news media:

the news media present an
“agenda” for what events “should”
be considered important.

Two primary criteria: story length &

position
What issues can be “”set?
The media are effective in
creating public interest in:
* political issues: campaigns and campaign
strategies
* chronic social issues: human rights
* chronic disease
* teen violence (?)

Need for Orientation

* depends on both a topic’s relevance and
a person’s uncertainty about an issue
 Priming
An extension of agenda setting

Benchmarks: media provides benchmark

issues by which to evaluate the
performance of leaders & governments.

By making some issues more salient

(agenda setting), mass media can shape
the factors people take into account
when making judgments about
candidates or issues (framing).
 Framing
How an issue is characterized in
news reports.

Role of news production?

Media gatekeepers select,
emphasize, elaborate and exclude
news stories to create effect.